For Hollywood, the road into China has become such a long march that film executives are rethinking their expectations for the elusive market.

The decision by Chinese officials this month to abruptly pull “The Da Vinci Code” from theaters, even though the religious thriller was a hit with moviegoers, marks the entertainment industry’s latest frustration with a communist government that critics see as wary of Western media, overprotective of its filmmakers and lax on rampant piracy.

China “is making a transition from insulated country to more openness,” said Jim Gianopulos, co-chairman of Fox Filmed Entertainment. “Anybody who thought China would be an overnight bonanza was wishfully hoping.” [Full text]